The document discusses leveraging data to create a true omni-channel customer experience, emphasizing the importance of customer feedback (Voice of Customer - VoC) and analytics. It highlights that many companies claim to provide superior customer service, yet a significant gap exists between perception and reality, with only a small percentage of companies effectively utilizing customer insights. Key strategies for success include real-time listening, data integration, and predictive analytics to inform customer-centric decisions and improve overall satisfaction.

1. LEVERAGING DATA FOR
A TRUE OMNI-CHANNEL
EXPERIENCE
NIREN SIROHI, PH.D.
PA R T N E R , G L O B A L D ATA S C I E N C E L E A D , I K N O W T I O N
A TELETECH COMPANY

2. Niren Sirohi, Ph.D.
Partner, Global Data Science Lead
Leveraging Data for a
True Omni-Channel Experience

3. 3
Ph.D. in Management at Cornell's Johnson Graduate School of Management, MBA
with a major in marketing, and graduate degree in Mechanical Engineering
Today’s Presenter
■ Develop & implement strategic analytic
solutions
■ Global brands -- financial, auto, retail,
telecomm, hospitality
■ Hobbies: technology & rock concerts

4. 4
Apply Analytic and
Consultative Best Practices to:
 Identify customer-level
opportunities
 Inform customer-centric
strategies
 Maximize customer-focused
programs
 Measure customer-driven
impacts
iKnowtion – Leaders in Analytics

5. 5
Agenda for Today
■ VoC and why it’s important
■ CX strategy and customer behavior
■ True omnichannel experience
■ Key ingredients for success
■ Getting started

6. 6
Source: The State of Marketing 2013, IBM’s Global Survey of Marketers
$83 billion lost each year

7. 7
State of VoC today
80% of companies say they
deliver “superior” customer
service. 8% of people think
these same companies
deliver “superior” customer
service
A typical
business only
hears from 4%
of its dissatisfied
customers
Only 2-7% of companies
self identified as being
very good across
various VoC
competencies
70% of companies are
collecting customer
feedback, only one-third
actually believe that they
are designing solutions to
problems based on the
insights
Only 11% of companies have
reached the top 2 stages of
VoC maturity (collaborators
and transformers)
Source: Temkin Group and Customer Service Facts, Quotes and Statistics

8. 8
VoC Myths
VoC = Explicit Feedback
VoC Data is Sufficient
VoC Only from Customers
VoC = Survey Data

9. 9
Your customers are sharing
their needs
Please press 1
for service, 2
for billing…

10. 10
But nobody’s
connecting the dots…

11. 11
Information is siloed by channel and within enterprises.
CUSTOMERINFORMATION
CUSTOMERINFORMATION
CUSTOMERINFORMATION
CUSTOMERINFORMATION
CUSTOMERINFORMATION
CUSTOMERINFORMATION
CUSTOMERINFORMATION
EDWCRM

12. 12
Information isn’t
transformed into insights
and next best actions
Need predictive and
prescriptive analytics

13. 13
Insights and next best actions not relevant
and inconsistently shared across the firm

14. 14
Information is unable to
be used in the moment

15. 15
Everyone in the organization can benefit from VoC
Product
Management
Pricing
CRM
Customer
Care
Customer
Experience
Sales
Marketing and
PR
Early, continuous, real-time input on customer perceptions to
pricing strategy, competitive pricing, and gaps
Identify next best action for individual customers and prospects
based on contextual, in the moment data and historical behavior
Drive efficiency and effectiveness of care operations by enabling
agents with timely alerts and recommendations. Identify sales and
CRM leads
Understand key pain points and influence the customer journey to
reduce customer effort, reduce detractors, and build advocates
Gain insight into competitive sales strategy, prospect needs,
perceptions, and decision factors
Early warning indicators on brand health and perceptionsEarly, continuous, real-time input on product features,
functionality, performance, competitive differentiators

16. 16
Signals from VoC can lead to action at the aggregate level…
“I cannot reset my password
online.”
“The web portal would not let
me add this feature.”
“Why can’t I check /
reschedule my appointment
online?”
“I can’t see the current
status of my install order
online.”
“Company X gave me a
great deal on triple play
when I came off promo
pricing at brand Y.”
“They are fleecing you with
off-promo price increases.”
+ CRM
data
+ CRM
data
+ CRM
data
High value customers are
not able to complete
account management tasks
online and have to call in
Customers in the first 30
days are frustrated to not be
able to check status and
schedule appts online
Competitors are wooing our
most valuable customers
away when they come off
promo period
Fix the web portal
and reduce call
volume
Build an
appointment and
order management
application and
reduce call volume
Understand price
elasticity and
adjust off-promo
pricing strategy to
maximize retention
VoC Signal Action
Improve Operational Efficiencies (reduce call volume) & Improve Customer Satisfaction
Inform business strategy and customer lifecycle management

17. 17

…as well as at the individual level
Execute
trades
Positive
comment on
Facebook
Adds money
to brokerage
account
VoC Platform
CRM
Web
Interactions
Jack placed a large sell
order today that did not
execute
Yesterday, Jack made a
negative comment about
our fund platform on our
Facebook page
A week ago, high value
customer Jack tried to
watch a video on our
website that failed to load
Real Time
Listening
Jack is a high value, high
risk customer who should
get a call from his advisor:
■ Acknowledge issues
■ Offer free trades
■ Ask for recommendation
if satisfied
ALERT!
Real Time
Decisions
Wealth
Management
Advisor
Phone Call
..... ....
Story begins…
...Happy Ending



3:50 pm
4:00 pm

18. 18
Benefit Examples
Insights Drive Customer Experience Improvements:
■ Optimizes interactions throughout the customer
journey
■ Pinpoints CX improvement opportunities with the
highest expected ROI
Intelligence Leads to Greater Customer Value:
■ Helps convert brand detractors into brand loyalists
and advocates
■ Guides the development of expanded value
propositions, leading to higher share of wallet
Customer Feedback Fuels Innovation:
■ Highlights existing product enhancements and new
product opportunities
■ Tracks brand perceptions and drives customer-
centric business transformations
75% Improvement in
repeat call prediction
3X Uplift
NPS Scores
Increase in
Customer
Retention
15%
Higher
Customer
Value20%

19. 19
Key Ingredients for Success
Real time listening across touch-points
Data integration across touch-points and enterprise systems
Disseminate and share signals with relevant stakeholders and
give them actionable recommendations
Integrate with frontline systems like CRM, contact centers etc.
Efficient Signal Extraction from structured and
unstructured data

20. 20
Unstructured Data Explains “Why”
Structured
(Quantitative)
Unstructured
(Qualitative)
Customer-Initiated Company-Initiated
Voice of Customer Categories
DepthofInsight
Representativeness of Feedback

21. 21
Analysis of text, speech, & contextual data across channels
Text
Dear DirectCom Online Service, I have a question about my
most recent bill. I paid the full balance online in the amount of
47.61$ on February 16th. When I checked back the payment
didn’t show up, and I was charged 50$ fee on top of that. This
is not acceptable! The online payment confirmation number
back the payment didn’t show up, and I was charged 50 and I
was charged 50 and I was $ fee on top of that. This is not is
49733. Please verify and make sure I get the fee back to my
account. This is not the first time I have a problem with the
online payment. Best regards, Gina Lowell.
SpeechContext
Misinformed
Frustrating
This is the 2nd time I’m calling
Phone
Social
Media
Chat
Email
Web
Phone
Survey
Keywords and Topics
Talk Over Analysis
Emotion Detection
Call Flow Analysis
So confusing
Sick and tired
Desktop Analytics
Customer Demographics
Interaction History
Customer Feedback
Keywords and Topics
Sentiment Analysis
Chat Response Time
Social Buzz

22. 22
Customer
Service
Knowledge /
Helpfulness
Attitude
Multiple
Attempts
Tier 2 Escalation
Problem
Resolution
Troubleshooting
Follow up
Quality of
Service
Refunds /
Discounts
Customer
Support Rep
Communication
Skills
Language
Barrier
Listening
Speed of service
Accessibility /
Reaching Rep
Transfer / Hold
Reaching Right
Person
IVR
Business Hours
Phone
Experience
Runaround
Hold Time
Transfers
Real Person
… … … …
Branches
(19)
Leaves
(111)
Illustrative
Domain knowledge and Machine Learning transforms
unstructured data into structured insights
…

23. 23
Insights help improve contact center operations
Attitude of reps is a clear strength
Troubleshooting abilities, communication and
language skills need improvement
Improve routing skills and workforce
management to minimize hold times and get
customers to the right rep the first time
Telco Call Center Speech and Text Analytics
Category Leaves
Volume,Sentiment

24. 24
Incremental NPS Changes by Making Driver Improvements
CX improvements lead to significant improvement in NPS
Automotive CX Drivers
-29
19
17
15
13
10
11
7
6
1
70
-40
-20
0
20
40
60
80
Problem
Resolution
Beginning
NPS
Hold Time Personal
Effort
Providing Best
Help
Dealer
Resolution
Attempt
Listening Courtesy Automated
Phone Ease of
Use
# of Consumer
Affair contacts
Final NPS
Structured
Unstructured

25. 25
Insights can be incorporated into Predictive Models
1 2 3 4 5 6 7 8 9 10
ModelPerformance
Structured plus unstructured Structured only
Observed Benefit by Model Deciles
Variation
explained by
structured
data only
Variation
explained by
both
structured
and
unstructured
data
Illustrative
Unstructured data helps explain more of the
observed variation when developing predictive
customer behavioral models

26. 26
Develop Strategy
and Prove the Value
First 3-4 months
■ Assess current VOC
data being collected
and efforts to derive
insight and act upon
them
■ Develop VOC
roadmap and strategy
■ Integrate and analyze
VOC data on a pilot
basis to build
business case
Build Capabilities and
Implement
Next 5-6 months
■ Collect requirements
from different
stakeholders who
would value from
VOC insights
■ Develop capabilities
(people, process and
infrastructure) to
collect, analyze,
share, respond and
act on VOC data
Accelerate Impact
On-Going
■ Identify test and learn
opportunities
■ Launch, measure and
refine VOC programs
■ Add additional data
sources and
stakeholders
■ Refine capabilities
An omnichannel experience requires a multi-step journey
1 2 3

27. 27
■ Commit to continuously listening to and
analyzing the Voice of your Customer (VoC)
■ Increase focus on predictive and
prescriptive analytics
■ Focus on customer journeys, not
interactions
■ Detect meaningful signals in VoC and act
on them
Summary

28. 28
Niren Sirohi, Ph.D.
Partner, Global Data Science Lead
nsirohi@iKnowtion.com
(781) 494.9989 x201
A TELETECH COMPANY
Thank You

29. QUESTIONS?